WAMUL Launches Long Shelf-Life Flavoured Milk in North East, Expands ‘Purabi’ Brand

India 30.09.2024

Source: DairyNews.today

The West Assam Milk Producers’ Cooperative Union Ltd (WAMUL), under the ‘Purabi’ brand, has introduced a new range of long shelf-life flavoured milk, making it the first dairy unit in the North East to offer this product. The launch, which includes three flavours—mango, strawberry, and kesar—took place on Friday, with Assam's Minister for Cooperation, Nandita Gorlosa, presiding over the event.

Produced at WAMUL's facility in Assam as part of the World Bank-funded Assam Agribusiness and Rural Transformation (Apart) project, this new range is aimed at boosting brand presence across a wider geography. The project, led by the state government, focuses on value addition in agricultural commodity value chains.

Minister Gorlosa emphasized the importance of the launch, aligning with Chief Minister Himanta Biswa Sarma’s vision of uplifting Assam’s farmers and increasing the state's milk production to 10 lakh litres daily.

WAMUL Managing Director SK Parida highlighted the cooperative’s positive market response to its ice cream launch earlier this year, which encouraged the introduction of the flavoured milk. Designed for both children and adults, the product is made from locally sourced milk. More flavours and product categories are planned for future expansion.

The initiative is part of a broader transformation effort, with East Assam Milk Producer’s Cooperative Union Ltd (EAMUL) and North East Dairy and Foods Ltd (NEDFL) set to enhance the ‘Purabi’ brand’s journey. Purabi Dairy’s entry into long shelf-life products marks a strategic step to penetrate new markets and add value for its farmer members.